But James Bond may now have finally met his match: the bureaucrats at Westminster City Council.

A plan to project the image of Daniel Craig on to the side of the Elizabeth Tower, that houses Big Ben, has been rejected by officials.

The idea, which was planned to celebrate Bond’s London heritage and the role of Parliament in the latest 007 film, Spectre, had won the backing of the House of Commons Speaker John Bercow.

However, the council said it was “wholly inappropriate” and turned down Premier Public Relations’ proposal.

Officials said: “The imagery would diminish the appreciation of the building compromising its historic integrity.

“By virtue of its size and illumination the advert would also harm the visual amenity of the Westminster Abbey and Parliament Square Conservation Area as well as the Westminster World Heritage Site.”

A spokeswoman for Mr Bercow said: “All requests to beam an image on to Big Ben require the agreement of the Speaker but it is ultimately a matter for Westminster City Council as to whether to grant permission for any such displays to take place.”